How to use social proof to drive more conversions

Author: Imants Krezins

In a world where people are constantly inundated with advertisements, it can be difficult to get your message heard. This is especially true on the web, where users are bombarded with calls to action and offers every time they open a new tab.

One way to stand out from the crowd and increase your conversion rate is to use social proof on your landing page. Social proof is a psychological phenomenon that occurs when people are uncertain about a decision and look to the actions of others to help them make up their minds.

When you include social proof on your landing page, you're taking advantage of this phenomenon and making it easier for potential customers to decide to buy from you. There are several different types of social proof that you can use, and each has its own benefits.

How to use social proof on a landing page

Add customer reviews and quotes

For good reason, customer testimonials and quotations are a popular type of social evidence. They convey the opinions of your customers.

There are additional statistics that support their efficacy. In fact, according to the Spiegel Research Center at Northwestern University, internet reviews can boost conversion rates by up to 270 percentage points.

For the best outcomes, we recommend selecting statements that debunk common misconceptions or alleviate customer concerns.

It's possible to have a whole section of your landing page dedicated to these evaluations.

Share “public” support from social media

If your customers are raving about your product on social media, consider including some of those posts on your landing pages as content to share with other consumers. Social media posts and other forms of user-generated material provide instantaneous and significant social evidence.

In addition, the conversion power of brief testimonies is great. WikiJobs, an employment board for recent graduates, discovered through A/B testing that only a few lines of testimonials can have a significant impact. Three tiny customer testimonials on a product landing page prompted 34% more sales than a similar page without them.

Establish a subscription-based service. Misfits Market's homepage has a few Instagram photos taken in the outdoors. Misfits Market is able to provide stunning images as well as real-life testimonials from its customers by combining the image and description.

When you don't have ratings on other sites, social media testimonials are a simple answer. Many social media users like having their reviews broadcast by the companies they support. Be sure to get the author's permission first before repurposing his or her material.

Highlight results-driven case studies

Case studies demonstrate the outcomes you can accomplish and provide evidence to support your assertions. The majority of case studies are written papers or web pages that describe in depth how a single client was assisted by a product or service of yours.

There is an example of this type of social evidence on the Case Study Buddy service page. The names of the case studies contain a single sentence that summarizes the customer's experience.

Measurable outcomes are the key to success. By crafting a case study title from the client's perspective using the formula "We were able to improve [target metric] by [amount]."

The different types of social proof and how they can help your business

There are many different types of social proof, but all have the same goal: to make people believe that what you're doing is credible and worth their time. Here are a few of the most common types of social proof, and how they can help your business:

  1. Testimonials from happy customers. Testimonials are one of the most persuasive forms of social proof because they're personal stories from real people. Use customer quotes on your website, in your marketing materials, and on social media to show potential customers that you're the real deal.
  2. Social media shares and likes. When people share your content or like it on social media, it shows that they trust you and think what you're doing is valuable. Make sure your website and blog have social sharing buttons so people can easily share your content with their friends.
  3. Media coverage proof. If you're in a niche that's well-covered by the media, you'll see your rankings and sales go up. The more press coverage you get, the more people will trust you and buy from you.
  4. Endorsements proof. When other experts in your field say good things about your business or product, it can really help boost your credibility. This type of social proof is especially powerful if you're just starting out and don't have many customers yet. Having endorsements from established experts in your industry can help give potential customers the confidence they need to try out your product or service.
  5. Expert social proof. This is when people follow the lead of an expert in a given field. For example, if you're looking to buy a new car, you might consult with your friends or family about which car to buy, but you're more likely to take their advice if they are considered experts on cars. The same is true for businesses - if you're looking for a new restaurant to try out, you might ask your friends for recommendations, but you're more likely to take their suggestions if they are considered food experts.

How to use social proof on your landing page for maximal impact

If you're looking to increase your landing page conversions, social proof is a must-use tool. According to one study, adding social proof led to a whopping 34% increase in conversions.

So, how do you use social proof on your landing page for maximal impact? First, make sure that you've prominently featured testimonials from satisfied customers. These can be in the form of quotes or even just simple badges or stars that indicate how many people have made a purchase. You can also feature customer logos if you have them.

Second, make sure that you've included social media sharing buttons on your landing page. This will encourage visitors to share your content with their friends and followers on social media, thus increasing your reach and potential for new customers.

Third, ensure that you have included an option for customers to leave reviews on your product or service. You can also ask for customer testimonials in the form of a question and answer format so that they are more conversational.


In conclusion, using social proof to drive more conversions is a simple, yet effective way to increase your website's traffic and sales. There are a number of different ways to use social proof on your website, and by using a combination of them, you can see a significant increase in your conversion rate. So what are you waiting for? Start using social proof today and watch your business grow.

Home > Resources > How to use social proof to drive more conversions
PageScout icon

Protect your PPC investment

Start your 14-day free trial today and experience what it's like to have complete visibility of every landing page you send traffic to.

Try for free